agritourism and alternative ag - our diversity is delicious
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Agritourism and Alternative Ag - Our Diversity is Delicious. James A. Maetzold. Agritourism and Alternative Ag - Our Diversity is Delicious 7 th Annual National Value-Added Ag Conference June 16-17, 2005 Indianapolis, IN - PowerPoint PPT PresentationTRANSCRIPT
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Agritourism and Alternative Ag -Our Diversity is
Delicious
James A. Maetzold
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Agritourism and Alternative Ag -Our Diversity
is Delicious
7th Annual National Value-Added Ag Conference
June 16-17, 2005Indianapolis, IN
byJames A. Maetzold
Natural Resources Conservation ServiceUnited States Department of Agriculture
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Take Home Points
Definitions Tourism Trends Challenges Economic Impacts Leader Roles –
agritourism marriages Opportunities Agritourism Niches NRCS Resource Material
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Keeping the family on the farm and the farm in the family
Goal
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As Times Change need to use resources differently!!
And Agritourism Visitors are looking for
many alternatives. You need to give them choices to keep them
coming!!
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ALTERNATIVE ENTERPRISES
• Marketing what you produce differently!
• New Enterprise(s)– Value added
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AGRITOURISM
• Inviting the public onto your farm or ranch
• A set of activities that occur when people link travel with the products, services and experiences of agriculture
• Agritourism is selling the Agricultural Experience
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AGRITOURISM(Continued)
• Products/Services• Agrieducation• Agritainment• Nature Tourism
– Consumptive– Non-consumptive
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SOME TRENDS
Tourism Trends—National Survey on
Recreation and the Environment, and
Tourism Industry Association of
America
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AGRITOURISM 2000-01(NSRE Survey)
• 63 million people visited farms(over 16 years)(20 million school children not counted)
• Spend an average of $45.00/person• Travel an average of 80 miles• Enjoy rural scenery 86 %• Learn Food Source 71 %• Watch/Participate 64 %• Pet a Farm Animal-low 11 %• Hay Ride/Corn Maze -low 4 %
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OTHER RURAL SURVEYS(TIA and NASS Surveys)
• Dining 70 %• Shopping 58 %• Go to Beach/River/Lake 44 %• Visit Historical Sites 41%
• Culture --93 million travelers or 64 percent of the population (TIA)
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Outdoor Recreation(NSRE Survey 2000-01)
1982-2000 Number
% Increase 2000• Bird watching 236 71m• Hiking 196 73m• Backpacking 166 23m• Snow-mobiling 108 67m• Walking 91 179m
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Outdoor Recreation(NSRE Survey 2000-01)
1982-2000 Number
% Increase 2000• Off-road driving 89 28m• Primitive camping 82 32m• Developed camping 76 53m• Downhill skiing 67 18m• Swimming/river
lake/ocean 64 78m
•
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Outdoor Recreation(NSRE Survey 2000-01)
1982-2000 Number % Increase 2000• Motor boating 53 51• Cross-country skiing 51 8• Bicycling 49 84• Sightseeing 40 114• Picnicking 38 117• Horseback riding 36 22• Fishing 21 73• Hunting 13 24• Outdoor team sports 9 17• Sailing -.9 11
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Tourist Characteristics
• Adventure and experiences• Shorter vacations• Closer to home• More family trips• Packages• Heritage and culture• Returning to “roots” • Food trends—local, fresh, diet change• Dining and Shopping
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What Does This Data Tell Us!!
Enjoy the landscape—farm, rural, natureEnjoy water based activityLearn/Authentic/History/CultureExperience—sell the agricultural
experienceHiking/WalkingShopping/DiningFamily activity
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Agritourism Challenges
• Insurance – State activities
• State laws passed
– Industry sources
• Marketing– Partnerships
• Other entrepreneurs• Tourism organizations
– Lack of knowledge/experience– Join new organizations
• Local/State/National Organization
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Local Leaders Roles
• Forming partnerships w/tourism & business• Workshops• Field days• Facilitate marketing groups/events• Identify public needs/interests• Consumer/institutions/public ag connection
– Markets– Education of public
• Innovative leaders
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Economic Impact
• $936 reduction in taxes (each taxpayer) due to tourism (TIA-2002)• Hawaii—Agritourism Income- $32 million
in 2003• Vermont– Agritourism Income- $20 million
in 2002• New York—Agritourism Income- $211
million in 1999• Agritourism Entrepreneurs
– Employment examples
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Agritourism Potential
• Fastest tourism growth area• Two-thirds of activity in fall• Room for expansion rest of year• Education—need and role• Anything goes—plastic to natural• Listen to your customers• Remove blinders, think broadly, be
different
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Agritourism Enterprise Diversification
Agritourism Enterprises
PettingFarm/Feeding
Education Heritage
Fairs FestivalsWeddings
MazesCorn/Bale Trees
Haunted House/ Woods
PYOPumpkins
B&BDining
CattleDrives
Val
ue-A
dded
Pro
duct
s/S
ervi
ces
Unguided
ToursSchool/Seniors
PartiesPony/Hayrides/Food
Pig Races
Chuck Wagon Camping
Classes/Lessons
Road Signs
Media
Schools/OrganizationsFestivals
Directories/Internet
Referrals
CVB Member
Marketing
Guided
Crafts/Food/Fudge/Bakery
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IncomeProducing
Opportunities
Fairs FestivalsEvents
HorsesPetting Farm
GoatsWildlife
Fee Hunting &Fishing
DiningCSA
Institutions
EducationSchoolsToursEvents
Farm MarketBakery
Ice CreamFudge
Farm StaysB&B
Bed and BaleProduct
ProcessingCow/GoatPreserves
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IncomeProducing
Opportunities
Nature Hike/Bike
PlantsBirdingAnimals
MiniatureGolf
Theme ParkHeritage
MachineryPeople
Community
Arts &Crafts
Corn MazeHaunted
Woods/HouseBale Mtns
SpecialtyProductsOrganicNatural
Pick YourOwn
Produce/FruitsFlowers
Rent CowTree
FlowersGarden
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NRCS RESOURCE MATERIAL
• Resource Manual• Taking the First Step-Resource Evaluation Guide• Four Information Sheets• Three Technical Notes• Directory of People• Success Stories• CD contains above plus funding
sources/resources/business planning guide• Brochure• www.nrcs.usda.gov/technical/RESS/ altenterprise
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1. Assess Your Resources2. Get Informed3. Find Out What Other Entrepreneurs Are Doing4. Consult Potential Customers5. Research The Market For Your Products6. Network7. Get Help 8. Develop A Business and Marketing Plan9. Create a Financial Plan10.Start Small, Learn From Your Experience, and Expand the Business